MCN said the new channel will also see the first rollout of innovative advertising models that feature unprecedented levels of integration.

MCN national sport sales director Martin Medcraf said the launch of the Fox Cricket channel represents a major evolution in how brands connect with sports audiences and is the beginning of how MCN will pioneer new advertising models for premium content.

“Australia’s new home of cricket, Fox Cricket, not only signals a new era for cricket broadcasting in Australia, but also signifies a major shift in how MCN will be approaching advertising integrations for Foxtel’s premier assets,” he said.

“Rather than putting a traditional emphasis on TVCs, we’re creating a more balanced spread across Fox Cricket’s TV, digital and in-app channels. Additionally, we are working in collaboration with partners and Fox Sports to enhance favourite technologies like snicko, hot spot and ball tracker, plus build additional new innovative technologies on the channel.

“The shift in approach means we deliver a premium environment for advertisers, while enriching the viewers’ knowledge of the game and enhancing their experience. Our partners see huge value in this new way of activating their integrations. Evolving the focus from a TVC to seamless integration within the program or its supporting assets provides a full range of audience touchpoints. It also means we can integrate partners’ advertising messages into the very fabric of the channel.”

Fox Cricket is expected to attract huge audiences. It will feature every Men’s Test, One-Day International, Twenty20, Big Bash League matches, women’s international cricket and 23 Women’s Big Bash League matches, all available to watch or stream live in HD.

Fox Cricket will also be Foxtel’s second code to be broadcast in 4K in the subscription TV provider’s aim to reinvigorate its viewing experience for customers.

Head of Fox Sports, Peter Campbell, said: “We have had an amazing response from advertisers to our Fox Cricket proposition to connect brands with fans through the shared love of cricket on any device. At Fox Sports we put the fan first and we firmly believe that a better experience for fans means better engagement for our brand partners. We are invested in working with our advertisers to create true brand partnerships that result in something different and impactful.”

Fox Cricket bowls what it is calling the first official ball on Sunday November 4, 2018 with the live men’s match between Australia and South Africa from the new Perth Stadium.